When you meet people whose work feels as warm and intentional as the people behind it, you remember them. That’s been my experience with Jose and Filo — the husband-and-wife team behind AdverWeb, the company that built the new ROGace website. But long before they ever touched design, their story began with something far more foundational: family, sport, and a shared pursuit of excellence.
From Venezuela to Florida: A Family Shaped by Sport
Tennis didn’t begin as a business connection for their family — it began as a language. Jose grew up immersed in sport, transitioning from soccer to rugby before falling in love with tennis in college. When his sons were young, he brought the sport to them too. “Tennis,” he said, “is one of the best instruments for teaching values — discipline, honesty, respect. Those don’t stay on court; they follow you everywhere.”
Filo found tennis after marrying Jose, eventually becoming the captain of her club team. But her deeper gift wasn’t competition — it was presence. David described his mother as the nurturing anchor of the family, always making time for her children despite the demands of a full career.
Two approaches — one defined by excellence, the other by warmth — blended into a powerful whole. And in that balance, their children found both character and joy.
For immigrant families like theirs, sport became far more than activity. It became belonging. As Jose shared stories of playing alongside top athletes or helping a world-class player gain access to a court in Venezuela, he returned again and again to one truth: sport creates community anywhere in the world.
A Father-Son Tennis Channel — and a New Chapter
Today, Jose and his son David host a Spanish-speaking tennis YouTube channel called Tres para Set. It started simply because they talked tennis constantly. “We realized we were having great conversations,” Jose laughed, “so why not let others listen in?”
What began awkwardly soon transformed into something natural and deeply meaningful. Viewers come not just for analysis, but for the father-son dynamic — two distinct personalities offering perspective, humor, and genuine respect.
It’s community-building at its best.
How AdverWeb Embodies Excellence and Love
AdverWeb wasn’t born in a boardroom — it was literally signed into existence at Jose and Filo’s wedding. With academic backgrounds and a shared love for education, they built a company rooted in values: integrity, partnership, long-term relationships, and a commitment to making things better than they found them.
“We don’t look at competitors,” Jose said. “We ask: Are we better than yesterday? That’s our benchmark.”
Their philosophy is simple:
If you put hours into something, make it something you can be proud of.
If you work with people, treat them like partners.
If you can make an impact, do it with both excellence and heart.
For Filo, the foundation is love:
“Everything we do — with clients, with our team, with family — starts with love. Relationships are the beginning of big things.”
This alignment showed up powerfully in their work on the ROGace website. They didn’t just design visuals; they understood our mission, our purpose, and our desire to help families feel connected before they ever step on court. The growth we’ve seen since launching the new site speaks for itself.
Sustaining Joy and Purpose Through Busy Seasons
Balancing work and family hasn’t always been easy for them. Yet throughout demanding seasons, they held onto intentional rhythms — weekends together, time in nature, clear boundaries, and deep family support. These practices didn’t remove the pressure, but they kept purpose alive.
As parents, their belief in sport remains strong. In a world where screens dominate attention, tennis offers something essential: real physical connection, real community, and real confidence. “Kids need time away from the virtual world,” Jose said. “Sport brings them back to life.”
A Final Reflection: Stronger Than Before
At ROGace, we close every class by saying, “I’m stronger than before, grateful for the journey”
When I asked them what that meant to them, Jose smiled:
“That’s our life philosophy. Be better today than yesterday. Build with small actions. Keep the family fabric strong.”
And that’s what Jose and Filo model so beautifully — excellence expressed through care, creativity, and commitment.
Their story is a reminder that the best things in life — parenting, sport, business — flourish when love and excellence work together.
Know a family or organization whose values align with ROGace?
We’d love to share their story. Reach us at contact@rogace.com.
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