WTF – Nick Russian the Nightclub King

 

In the latest episode of With the Fox, hosts Marty Fox and Shura Taft welcomed a man synonymous with Melbourne’s nightlife – Nick Russian. Known as the “Nightclub King of Australia,” Nick is a businessman, entrepreneur, raconteur, and all-around good bloke, with a long-standing connection with both Marty and Shura. With a career spanning decades, Nick’s influence on Melbourne’s hospitality scene is undeniable, and his insights into business, reality TV, and the art of the nightclub made for a fascinating conversation.

Nick’s journey into the spotlight began in the early days of reality TV. Long before Instagram and influencer culture, he appeared on Temptation Island in the late ’90s, a show that thrust him into the public eye. “It was trashy TV at its finest,” Nick laughed, recalling the auditions and the wild premise of the show. But that exposure opened doors – literally.

Leveraging his newfound fame, Nick launched his first nightclub, Aquabar, in 2001. A venue that employed two young promoters to bring guests through the doors – developer Tim Gurner and Shura! At a time when marketing relied on word-of-mouth and black books (not algorithms), Nick mastered the art of exclusivity. “You had to make people want to get in,” he explained. Strategic guest lists, promoters with deep networks, and an unshakable understanding of crowd psychology turned Aquabar into a hotspot, even if only for a couple of years.

From Aquabar to the iconic Eve and more recently Bar Bambi, Nick’s venues have become institutions. But Nick noted running a nightclub isn’t just about flashy lights and loud music – it’s about curation. “People like to be around others like them,” Nick said. “The sweet spot in any venue is between 11:30 PM and 1:30 AM. That’s when the magic happens.”

His venues attracted A-listers like athletes, musicians, and international celebrities – from One Direction to Serena Williams. The secret? Trust. “Celebrities want to feel safe, not exploited,” Nick noted. “We never paparazzied them. If they wanted privacy, they got it.”

Nick’s approach to hospitality is both strategic and instinctive. He doesn’t chase trends; he sets them. When consumer behavior shifted from nightclubs to hybrid dining-and-entertainment spaces, he adapted, creating Bambi’s—a blend of restaurant and club that catered to an older, more discerning crowd. “People still want to party,” he said, “but they want good food, great service, and a vibe that doesn’t leave them wrecked the next day.”

His business model relies on promoters who are already embedded in the scene—regulars who organically bring in crowds. “Why hire someone to sell your venue when your best customers will do it for you?” he quipped.

 

Nick’s ambitions don’t stop at nightclubs. He’s eyeing the pub scene, envisioning a revolutionary take on the traditional Australian pub. “Nobody’s done it right yet,” he mused. “I want a place that’s got the nostalgia of a suburban pub but the energy of a CBD hotspot.”

He also dipped his toes into politics, running for Lord Mayor of Melbourne during the pandemic. Though he didn’t win, he secured a surprising 10% of the primary vote. “Hospitality was decimated, and I wanted a seat at the table to fight for it,” he said.

Overall, Nick’s story is one of evolution—from reality TV star to nightlife mogul, and now, potential pub tycoon. His philosophy? Evolve or die. Whether it’s adapting to market shifts or experimenting with new concepts, he remains a step ahead.

 

Listen to the full episode here: https://open.spotify.com/episode/59KayqGUzLZyJbOrF3inim?si=83e21e7b32d244b4

Watch it here: https://www.youtube.com/watch?v=KXmXpDMZm58

Follow Nick on Instagram @nick_russian