register_rest_route()

function register_rest_route( $namespace, $route, $args = array(), $override = false ) {
	if ( empty( $namespace ) ) {
		/*
		 * Non-namespaced routes are not allowed, with the exception of the main
		 * and namespace indexes. If you really need to register a
		 * non-namespaced route, call `GC_REST_Server::register_route` directly.
		 */
		_doing_it_wrong( 'register_rest_route', __( 'Routes must be namespaced with plugin or theme name and version.' ), '4.4.0' );
		return false;
	} elseif ( empty( $route ) ) {
		_doing_it_wrong( 'register_rest_route', __( 'Route must be specified.' ), '4.4.0' );
		return false;
	}

	$clean_namespace = trim( $namespace, '/' );

	if ( $clean_namespace !== $namespace ) {
		_doing_it_wrong( __FUNCTION__, __( 'Namespace must not start or end with a slash.' ), '5.4.2' );
	}

	if ( ! did_action( 'rest_api_init' ) ) {
		_doing_it_wrong(
			'register_rest_route',
			sprintf(
				/* translators: %s: rest_api_init */
				__( 'REST API routes must be registered on the %s action.' ),
				'<code>rest_api_init</code>'
			),
			'5.1.0'
		);
	}

	if ( isset( $args['args'] ) ) {
		$common_args = $args['args'];
		unset( $args['args'] );
	} else {
		$common_args = array();
	}

	if ( isset( $args['callback'] ) ) {
		// Upgrade a single set to multiple.
		$args = array( $args );
	}

	$defaults = array(
		'methods'  => 'GET',
		'callback' => null,
		'args'     => array(),
	);

	foreach ( $args as $key => &$arg_group ) {
		if ( ! is_numeric( $key ) ) {
			// Route option, skip here.
			continue;
		}

		$arg_group         = array_merge( $defaults, $arg_group );
		$arg_group['args'] = array_merge( $common_args, $arg_group['args'] );

		if ( ! isset( $arg_group['permission_callback'] ) ) {
			_doing_it_wrong(
				__FUNCTION__,
				sprintf(
					/* translators: 1: The REST API route being registered, 2: The argument name, 3: The suggested function name. */
					__( 'The REST API route definition for %1$s is missing the required %2$s argument. For REST API routes that are intended to be public, use %3$s as the permission callback.' ),
					'<code>' . $clean_namespace . '/' . trim( $route, '/' ) . '</code>',
					'<code>permission_callback</code>',
					'<code>__return_true</code>'
				),
				'5.5.0'
			);
		}
	}

	$full_route = '/' . $clean_namespace . '/' . trim( $route, '/' );
	rest_get_server()->register_route( $clean_namespace, $full_route, $args, $override );
	return true;
}

//Customize the callback to your liking
function get_custom_users_data($data){
    //get users by market
    $users = mmw_get_custom_users();
    foreach ($users as $key => $user) {
        $market = $user['Market'];
        $long = $user['long'];
        $lat = $user['lat'];

        if( intval($market) === intval(trim($data['market'])) ){
            $result[] = array(
                'user_login' => $user->user_login,
                'avatar_url' => get_avatar_url($user->ID),
                'lat' => $lat,
                'long' => $long
            );
        }
    }
    return $result;
}