Adrian Portelli is taking on The Block with a $2.7m Bulleen renovation gamble as My Reno Rules launches on Channel 7 on Tuesday. Picture: Youtube / Site Inspections
Billionaire Adrian Portelli has taken a brutal swipe at The Block, mocking host Scott Cam in a wrestling video as he prepares to “take over” the renovation landscape.
The LMCT+ founder shared the clip on Instagram on Monday, declaring “there’s a new player in town” just 24 hours before Channel 7 launches My Reno Rules on Tuesday at 7.30pm.
“My show airs tomorrow on Ch7, 7.30pm, My Reno Rules. Seven backed me and I’ll be backing them,” he wrote.
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The video, which shows Mr Portelli squaring off against Mr Cam in a tongue-in-cheek wrestling match, has been widely viewed as a shot across the bow at Channel 9’s long-running renovation juggernaut.
Launching this week, the new series is already drawing a clear line against the rival format, particularly when it comes to casting.
An industry insider said one of the biggest differences was a move away from influencer-style contestants.
“The early promos suggest these contestants are far more relatable than The Block’s influencer-coded 2026 cast,” the insider said.
Adrian Portelli takes a swipe at The Block host Scott Cam in a wrestling-style video ahead of the My Reno Rules launch. Picture: Instagram/adrianportelli
“They feel like real Aussies with real stories, precisely the kind of casting viewers have been begging to see.”
Mr Portelli, who built his profile as The Block’s most aggressive bidder before stepping away from Nine, struck a similarly aggressive tone when filming wrapped on My Reno Rules in Bulleen in December last year.
“We are not here to take part. We are here to take over,” he wrote on Instagram.
Set in Melbourne’s northeast, the series centres on two rundown 1970s houses at 54 and 56 Pinnacle Cres, Bulleen, which Mr Portelli bought for about $2.7m before handing them over to production.
Four teams will split across the neighbouring homes, renovating week by week under the eye of judges Neale Whitaker, Simon Cohen and Julia Green.
The My Reno Rules cast alongside host Dr Chris Brown ahead of the Channel 7 premiere. Picture: Seven/7Plus
The Bulleen home at 54 Pinnacle Cres set to be transformed on My Reno Rules as part of Portelli’s $2.7m project.
Instead of building toward a traditional auction result, the finished properties will be given away to viewers, while contestants compete for $100k in prize money and bonus cash throughout the build.
Producers say the homes will be transformed into “stylish, modern, multimillion-dollar masterpieces”, with the result handed over in a live finale designed to play out in real time.
The show will air weekly rather than nightly, with a double-episode launch before settling into its regular schedule.
Dr Chris Brown and Adrian Portelli set the stakes
Host Dr Chris Brown said the scale of the prizes had already shifted how contestants approached the competition.
“Like a lot of Aussies, they’re doing their best to keep their heads above water with the crazy cost of living,” Dr Brown said.
“So when the prize money is spectacularly increased, it means they’re going to take even more risks and push even harder.”
Dr Brown said the emotional toll of renovation remained a defining feature of the show.
Adrian Portelli and Dr Chris Brown in promo of My Reno Rules. Picture: Seven/7Plus
“These contestants aren’t just renovating, they’re fighting for a better future,” he said.
“Renovation and interior design have a way of setting your hopes up and then knocking you down.
“It’s inspiring to see these guys get up off the canvas after massive hits to their confidence.”
LMCT+ founder Adrian Portelli has backed My Reno Rules as Seven’s bold challenge to The Block. Picture: Seven/7Plus
LMCT+ founder Adrian Portelli outlined how he would shape the competition.
“I see myself as the guy who brings opportunity, energy, and a bit of unpredictability,” Mr Portelli said.
“I look for people who think big but back it up with execution, bold ideas and smart choices.
“They step outside their comfort zone and do something more than just something they’ve seen on Pinterest.”
The Judges
The judging panel is one of the show’s biggest selling points, bringing together former The Block judge Neale Whitaker, buyer’s agent Simon Cohen and interior stylist Julia Green.
Mr Whitaker, who spent more than a decade on The Block and co-hosted Love It Or List It Australia, said the new series would deliver a high-pressure environment.
“High-stakes, life-changing, fast-paced,” Mr Whitaker said.
Former The Block judge Neale Whitaker joins My Reno Rules as part of the new judging panel. Picture: Seven/7Plus
He said his judging approach would remain direct and focused on cohesion.
“Different rooms don’t all need to look alike, but a single design element can provide a visual link between them,” he said.
Co-founder of buyer’s agency Cohen Handler Simon Cohen said his perspective would be grounded in how homes are actually bought and sold.
Buyer’s agent Simon Cohen brings market insight to the judging panel on My Reno Rules.
“My judging style is direct and honest, I don’t hold back,” Mr Cohen said.
He warned that many renovators make the mistake of designing for themselves rather than the market.
“They design for a particular taste or style; they don’t design for the mass market.”
Interior stylist Julia Green is set to judge design and styling on My Reno Rules.
Founder of Greenhouse Interiors Julia Green said renovation often carried deep personal stakes.
“My judging style is honest, constructive and styling focused,” Ms Green said.
She said playing it too safe was a common trap.
“The most memorable homes have confidence and personality.
“Playing it too safe can result in spaces that feel generic or forgettable.”
Seven bets viewers want a Block alternative
Seven’s push into the space is its most direct attempt yet to challenge The Block, which has dominated the renovation television landscape for more than a decade after previous lacklustre attempts with House Rules and Dream Home.
Television analyst Colin Vickery told NewsCorp Australia Seven’s ambition was clear, but warned taking on a format Nine had spent years refining would be difficult.
“They certainly will not put it directly against The Block but even outside that slot coming second at something Nine already does exceptionally well is always going to be a big uphill climb,” Mr Vickery said.
Television analyst Colin Vickery says Seven faces an uphill battle taking on The Block. Picture: Rebecca Michael.
“Seven clearly wants to get back into this space but the jury is still very much out on whether they can successfully challenge a show like The Block.”
An industry insider said the format changes could help Seven cut through.
“Seven has made a smart strategic play here,” the insider said.
“By giving the show clear outcomes each episode through room reveals, twists and challenges, it becomes a much more engaging proposition than The Block, which has increasingly leaned on fatigue and formula dragged out over three months.”
“The live finale is also a powerful point of difference. It creates transparency and allows viewers to watch families’ lives change in real time.”
While The Block has built its success on auctions and prestige price tags, My Reno Rules is positioning itself around giveaways, relatability and life-changing outcomes.
Adrian Portelli with his pink supercar following filming of My Reno Rules last year. Picture: Instagram/adrianportelli
It is a bold shift aimed at viewers who television critics say have grown tired of high-end, influencer-driven reality TV and are looking for something that feels closer to real life.
“Transforming someone’s life with just one phone call never gets old,” Mr Portelli said.
My Reno Rules airs Tuesday and Wednesday this week at 7.30pm on Channel 7 and 7plus, before settling into a weekly Tuesday timeslot.
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