Building ROOK and Connecting Fitness Data: Pete Moore with Marco Benítez

In this episode, Pete Moore talks with Marco Benítez, founder of ROOK, about bridging data silos across fitness, health, and insurance. Marco explains where the ROOK name comes from, how he moved from TaeKwonDo, biomedical engineering, and clinical trials into wearable tech, why middleware and data connectivity matter, and the trade-offs of a B2B SaaS business model.

• The name ROOK: the inspiration drawn from the collaborative nature of crows.
• Marco's path: from TaeKwonDo champion and biomedical engineer, through big pharma and clinical trials, to leading ROOK.
• Middleware and data connectivity: why integrating data from many wearable devices is complex. ROOK now connects 72 data sources and more than 500 devices.
• B2B SaaS pros and cons: scalability, client retention, long-term growth, and the move toward data science.
• The two-minute drill: a quick rundown on the predictability of B2B SaaS models.
• Market strategy: ROOK's aspirations in the fitness and insurance sectors.

For how ROOK works with insurers, read about the partnership between Alula and ROOK.

Next step: see how the ROOK API normalizes wearable data in the ROOK documentation.

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