Entrepreneur Adrian Portelli, who rose to prominence buying the finished houses of contestants on Channel 9’s long-running reality show, The Block, has posted the latest update on his long-flagged move into Australia’s fuel market with pictures of the first LMCT+ branded service station emerging in Melbourne and plans for a broader rollout aimed at delivering cheaper fuel.

“I’m here to f%$# s*&# up,” Portelli posted on his Instagram post under pictures of his initial site, located in Preston in the city’s north.

It marks the first physical step in what Portelli has positioned as a larger push into fuel retail. The location, formerly operated under a major brand, has been rebranded under the LMCT+ banner and is expected to serve as a launch point for further expansion.

Portelli has framed the move as a direct response to high fuel prices and what he sees as a lack of meaningful discounts from established petrol retailers. His approach centres on integrating fuel sales into the existing LMCT+ membership ecosystem, where subscribers gain access to discounts and promotions across a range of services.

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“The big players in the petrol game didn’t want to give you guys discounted fuel,” Portelli said in earlier messaging around the project, positioning the new venture as a way to pass savings on to consumers.

The concept goes beyond a conventional service station. LMCT+ sites are expected to operate as “rewards hubs”, linking discounted fuel with broader membership benefits, including retail offers and promotional giveaways tied to the brand’s wider business model.

The Preston site is widely seen as a test case, but industry observers suggest it could be the beginning of a much larger network. Portelli himself has hinted at ambitious expansion plans, suggesting fuel retail is just one part of a broader strategy that could extend into other sectors. On his post he says “50” other sites are “under negotiation around AUstralia”.

The move comes at a time of heightened pressure on Australian motorists, with fuel prices remaining volatile and cost-of-living concerns continuing to shape consumer behaviour. Against that backdrop, a discount-driven fuel model has the potential to attract significant interest – particularly if it can deliver consistent price advantages over established operators.

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While it remains early days, the emergence of LMCT+ fuel sites signals a potential disruption in a sector traditionally dominated by major oil companies. If Portelli’s model gains traction, it could introduce a new competitive dynamic into Australia’s fuel market, built around membership-based pricing and alternative retail strategies.