At Rose Bikes, every member has been sharing riders’ passion for bike riding for over 110 years. And this is also fueled by the brand’s creative drive, passionate employees, and invaluable experience. In all of Rose’s actions, both online and offline, the company represents mastery in lifestyle, design, cycling, and cutting-edge technology. But more importantly, Rose Bikes stands for the things that connect them all: their love for bikes.
Table of Contents
Overview Of Rose Bike Company
Since its inception in 1907, Rose Bikes has grown from a small dedicated bike seller into a globally oriented, digital multi-channel company. With its prize-winning showrooms and stores, Rose Bikes has engaged in personalized bicycles. All of their bicycles are created at the headquarter in Bocholt, Germany, assembled manually, and then shipped all over the world.
History Of Rose Bike Company
Like almost all big bike companies, Rose Bikes began small, experimented with everything, and have always been looking for new ways to develop and expand their mastery in cycling.
First is retailing, then selling through mail order, and later the manufacturer and digital innovator. In the late 1990s, the very first Rose Bikes webshop came online, and the company has had its Biketown in Bocholt since 2005.
From that time, Rose Bikes has continued to enlarge its store network and is still developing in all other regions. And every single step has made Rose Bikes what the brand is today. Rose Bikes is a great multi-channel dealer and ardent bike brand.
Let’s have a look at the timeline of Rose Bikes’ foundation and development.
1907 – The beginning of Rose Bikes
Like Heinrich Rose’s little bike shop, his son took charge of it in 1932 and sold bikes in the summer and sewing machines in the winter.
1982 – The Rose’s first catalog
Erwin Rose was considered one of the first Europeans to import Japanese bikes in the early 1980s. He then started the mail-order sales.
1994 – Red Bull
In 1994, Erwin Rose grew the company, built new shipping warehouses, and introduced the Canadian bicycle brand “Red Bull” in Germany.
2011 – ROSE Bikes
Thorsten Heckrath Rose, Stefanie Rose, and Erwin Rose went a step further and first introduced their own bicycles under the Rose brand.
Where Are Rose Bikes Made?
Even though Rose Bikes has currently spread to Munich, the capital of Bavaria, in Southern Germany, every single part of their bikes is easily seen in 3D. Typically, they are still designed, developed, and assembled manually in Bocholt. Of course, customers can still customize their bicycles, which now becomes easier since the direction of Rose Bikes is taken both online and offline.
The Technologies Of Rose Bikes
Classified powershift is one of the best technologies that Rose Bikes has ever created before. It is a perfect combination of a 2-speed hub with all the advantages of a 1-speed drivetrain. As a result, all of you will get goosebumps because of that incredibly innovative technology. Rose Bikes is removing the front derailleur and presenting the Backroad x Classified.
And here it is – one of the high-tech replacements for the traditional front derailleur. For those who don’t know, Rose Bikes is the very first German manufacturer to introduce the state-of-the-art Classified Powershift technology with their excellent Rose Backroad.
The gear lever attached to the Smart Handlebar Unit will activate the paddle shifter. On the other hand, the Smart Thru Axle acquires the wireless signal and utilizes a non-contact energy transmission from the battery to electronically provoke the gearshift action. Powered by a Micro-USB rechargeable battery, it allows for over 10,000 shifts on only a single charge.
Once the Powershift hub gets the signal, it will convert between two gear proportions to a 46-tooth large chainring or a virtual 32-tooth small chainring.
Performance Of Rose Bikes
Rose Bikes’ manufacturing philosophy is to create bikes and get people on bicycles. The brand has pursued this main goal step by step since 1907. Every single action that brings Rose Bikes closer to ambition is driven by its business values. So, it could be said that Rose Bikes is innovative, regional, fervent, and inspiring.
Fast, powerful, and efficient are three major things you will find on every Rose bike. According to the company, you can have accurate control over your cadence in 150 milliseconds at full load and on any surface. This is because of the Classified hub that offers a 451% gear range, small gear steps, and 22 gears – all with no front derailleur.
At the center of this accelerated bullet is a classy frame concept with incredible ride qualities, excellent components, and features, as well as thought-provoking details. The Rose Square stem focuses on the steadfast design DNA of the brand’s Backroad.
What’s more, the cockpit even comes in a more elegant look and better skills, thanks to the gear cables and inwardly routed brake construction. Rose bikes also offer exceptional sturdiness values because of the large handle camping. Some other great features bringing lots of benefits include the built-in Garmin mount in the front plate or a stem cap with a flat top surface incorporated into the design.
In addition, the Rose R Thirty Disc Light wheels have all the features that make pure gravel enjoyment, fun, and even better on demanding trails. They also deliver extraordinary comfort, great traction and grip, and superior rolling traits, thanks to the built-in Continental Terra Speed tires.
Rose Bike Categories
As you can see, Rose Bikes offer a really wide range of bikes from all disciplines, from gravel to mountain, road, hybrid, touring, etc. Each category contains many other types of bikes, making sure they meet various riding styles. So, let’s have a look at the bike range that Rose has to offer:
Mountain Bikes
- Cross-Country
- Trail/Enduro
- Freeride
- Dirt
Road Bikes
- Race
- Endurance
Gravel Bikes
Cyclocross Bikes
Fitness Bikes
Hybrid Bikes
Touring Bikes
Urban Bikes
Most Popular Rose Bikes
It is true that Rose Bikes have a really diverse bike category with almost all of the demanding types of bikes on the market. But their road bikes might be the most popular type among other disciplines. Having said that, other bike ranges at Rose are still popular among various cyclists because of their great design, good-quality integrated components, and fair price.
Here is the list of some of the most popular Rose bikes out there:
- Mountain Bikes: Rose Count Solo
- Road Bikes: Rose X-Lite Four Disc
- Gravel Bikes: Rose Backroad AL
- Cyclocross Bikes: Rose Pro Cross
- Fitness Bikes: Rose Multistreet Fitness
- Hybrid Bikes: Rose Multisport Trekking
- Touring Bikes: Rose Backroad AL RanDonneur
- Urban Bikes: Rose Black Lava
Rose Bike Price Range
Equipped with the best components, parts, and equipment possible, but Rose bikes are not exceptionally expensive as you think. They come at a really fair price, thanks to the direct distributions. As a result, riders will get high-quality bikes at a reasonable price and, of course, with the best quality and performance possible.
Below is the current price range of all Rose bikes:
- Mountain Bikes: $907 – $3,243
- Road Bikes: $1,532 – $5,071
- Gravel Bikes: $2,004 – $5,956
- Cyclocross Bikes: $2,653
- Fitness Bikes: $1,414 – $2,830
- Hybrid Bikes: $1,473 – $2,122
- Touring Bikes: $2,594 – $3,891
- Urban Bikes: $2,594 – $4,245
Are Rose Bikes Any Good?
Rose Bikes has done an excellent job and manufactured comfortable road bikes for long-distance rides, smooth running, and safety while off-road with gravel bikes and perfect mountain bikes equipped with high-end technologies and components. So, if efficiency, speed, and comfort are what you are looking for, then Rose bikes are actually a good option for you.
Rose Vs. Canyon
Both Rose and Canyon are well-known bike brands in Germany. They are also considered the leaders in the highly competitive direct selling market, making their bikes affordable and popular among various riders of different tastes.
Rose Bike Review
When it comes to bike range, Rose Bikes provides the riding market with a wide variety of all disciplines, including mountain, road, gravel, cyclocross, fitness, urban, hybrid, and touring bikes. Typically, all of their bike frames are manufactured in Bocholt, Germany.
Rose gravel bicycles offer great feeling in locations where traditional road bikes have difficulty. It provides the cyclist with much-needed smoothness, comfort, and safety on such demanding terrains. Therefore, they will be a perfect option for those who want versatility in picking their routes and leaving the city streets behind.
Cross-country bikes in particular and mountain bikes in general are all equipped with high-tech parts and components for different purposes, such as competition, training, or simply touring. These models will be a good choice if you are looking for efficiency and speed.
Road racing bikes, on the other hand, feature built-in advantages, such as being fast, lightweight, and aerodynamically optimized. These bikes are ideal for training and racing at the highest level with incomparable riding experience.
Great for long hours in the seat is exactly what you will feel when riding a Rose endurance road bike. They are typically built to provide the riders with enough comfort over long distances because of the premium features and well-balanced geometry.
Pros
- Offer super dynamic riding experience
- Exceptionally lightweight frame
- Equipped with quality wheels and groupsets
- Fitted with ultra-clean cockpit
Cons
- Some are not equipped with fenders’ mounts
Canyon Bike Review
As you might know, Canyon is best well-known for its premium WorldTour-standard bicycles but at a non-WorldTour cost. This is because the company follows the direct-to-customer business model. Therefore, you will have a chance to get high-quality bikes at a more affordable price.
Thanks to the special business model, Canyon can reduce costs on bicycle stores, dealers as well as distributors. Over the past few years, the brand has shown its high success on all of their bike range.
Just like Rose Bikes, Canyon offers a very wide range of bikes from all disciplines, such as gravel, mountain, road, hybrid, and electric bikes. And, of course, each range is divided into smaller categories with various models for all riding styles and budgets.
Canyon road bikes actually set the standard of road cycling, driving pro racers to Tournament wins. The brand even offers some of the fastest race bikes in the world winning triathlon, cyclocross, and Grand Tours.
In terms of gravel bikes, Canyon offers excellent models for the most demanding terrains. They are also versatile, which can be used for adventure, racing, or simply getting around. Fast and comfort are also the two key features of Canyon endurance all-road bikes. They have clearances for wide tires, ready for all kinds of roads.
Pros
- Most models come at a competitive price
- Built with great aerodynamic construction
- Deliver high performance on any terrain
- Exceptionally lightweight and sturdy frames
- Adaptable design to fit various cyclists
- Offer incredibly comfortable ride feeling
Cons
- Riders will need to assembly their bikes themselves
Rose Mountain Bikes
There are four subcategories in the Rose Mountain Bike range, including cross-country bikes, trail/enduro bikes, freeride bikes, and dirt bikes.
Cross-Country Bikes
Count Solo
All of Rose Cross-country bicycles are equipped with high-end components and parts for different riding purposes, such as competition, training, or just touring. So, if you are looking for a bike with high efficiency and speed, Rose XC bikes will be exactly what you will need.
The Rose Count Solo 1 is the brand’s entry-level mountain bike with outstanding value for money. With this model, just get the bike, climb on, and experience memorable moments.
Simple, versatile, and agile are what you will feel when riding the Count Solo 1. It really stands out with its thrilling riding traits and enduring parts and components.
The bike is fitted with a Rock Shox Judy Silver TK suspension fork to make sure it can satisfy great suspension performance on all levels. The Judy is equipped with 100mm of travel suspension, which is incredibly sturdy yet comfortably lightweight because of its upper 32mm steel tubes.
What’s more, Rose mountain bikes’ drivetrain includes a full Shimano Deore groupset. Therefore, you can also count on high quality and persuasive performance in the brand’s entry-level budget segment. The Shimano Deore groupset will deliver great comfort, accurate sifting processes, and ultimate smoothness.
Besides, the shift lever is actuated by the innovative Rapidfire Plus technology, which is best known for low operating forces. In addition, the SHIMANO WH-MT500 wheelset is fitted with Kenda’s Booster tires, making sure you will get the ruggedness and smoothness you need on off-road trips.
Trail/Enduro Bikes
With flexible Rose Enduro and Trail bikes, you will always be ready for any adventure ahead, exploring epic days on the trails with lots of fun.
Ground Control
Get off the road, hit the trail, and the Rose Ground Control 1 is the brand’s all-around mountain bike. You are ready for anything with this bike, from asphalt to gravel, the most demanding trails and climbs.
The all-new Ground Control 1 will allow you to get full control over any ground. Its frame is entirely redesigned in line with a special design concept at the rear stay showing its connection to the thrilling hill racing bikes.
However, once you ride the Ground Control, you will find out that it is more than just a racer. The bike is equipped with a RockShoxDELUXE SELECT+ RT shock absorber in the rear, 120mm suspension travel, making it perfect for rough and harsh trails. Performing well up front is the RockShox RECON SILVER RL, with changeable rebound and compression.
What’s more, the NX EAGLE 12-speed offers a wide array of gears, accurate shifting, and excellent stability. In addition, the amazing Mountain King III tires from Continental and high-end Acros headset make this model a surprisingly great, lightweight, true trail machine.
Freeride Bikes
It could be said that Rose Freeride or Gravity bikes fear for nothing or anyone. All those things like big jumps in the bicycle park or thrilling downhill lines are their instinctive habit. So, if you are passionate about dirty and fast, then these bikes are for you.
Soul Fire
The Soul Fire 1 is Rose’s entry-level freeride bike that will give you lots of fun. The model is typically designed to support the rider on trails and in the bicycle parks with its great 180mm travel suspension. So, there will be nothing getting in the way of the downhill riding experience.
One of the greatest things about Rose freeride mountain bikes is that they are built for touring. They are really reliable and fitted with premium parts and components for incredible high-gravity rides.
The Soul Fire’s incredibly comfortable and powerful frame pairs perfectly with a suspension fork like the Rock Shox Yari, providing exceptionally sturdiness, durability, and stiffness. At the same time, the Fox Van suspension in the back is second to none – a great team that can bring out the full potential of the suspension.
What’s more, you will experience accurate handling and outstanding stopping power, thanks to the great Shimano disc brakes. A 180 mm rotor at the back and a 203 mm disc rotor at the front are perfect for any challenge you might encounter on the trail.
With 12 gears, the bike provides a large gear range and is at the same time incredibly reliable and powerful. Both the handlebar and stem are from Race Face, while the Schwalbe’s Big Betty Bikepark tires are compatible with the rest of the parts. All of these features are designed and combined for aspiring freeride cyclists.
Dirt Bikes
If you are interested in a backflip, 360 tailwhip, or X-Up, then Rose dirt bikes are the perfect models for you. With these bikes, you will become a high-flying rider and sway on the track with the best stunts, just like professionals Erik Fedko and Lukas Knopf.
The Bruce
Your first impression about the Bruce might be its great appearance, but it can do so much more. Whether you are a beginning rider or an expert, you can perform any trick in a flash with this bicycle. You just need to practice a little more with this model then you will soon be out of the audience instead of competing with the likes of Erik Fedko and Lukas Knopf.
Rose dirt bikes in general and the Bruce, in particular, are typically designed for dirt jump, pump track, street, and slopestyle riding. They are very lightweight while still exceptionally durable and strong. In addition, it creates long periods in the air, providing the rider with better maneuvering and agility, controllability, and breathtaking tricks.
Furthermore, you will get a higher level of variability, thanks to the special dropouts design. They are typically built for a 10mm threaded axle or fast release. In addition, they can make chain tensioning much more straightforward.
The Bruce 1 is typically constructed out of the right components to rock the dirt jump easily. All of the bike parts are from the Reverse company, which are built for high performance. For example, you can get a real BMX feeling with the grips, saddle, bar, and Nico Vink saddle post.
The outstanding performance and power are another two great features of the Bruce 1, thanks to the integrated Manitou Circus Expert suspension fork with 100 mm of suspension travel. You also get great stopping power with the Shimano disc braking system.
Equipped with high-end Maxxis tires, with the Ikon in the front with a lightweight tread and the smooth-riding DTH at the back, these features create an ideal model for street, pump tracks, and dirt jumps.
Rose Road Bikes
There are two major categories in the Rose Road Bike range, which are race bikes and endurance bikes.
Race Bikes
Rose road racing bikes are typically built with competitive advantages, fast, and lightweight. What’s more, they are optimized in terms of aerodynamics, making them perfect for training and competition even at the highest level.
X-Lite Four Disc
The Rose X-Lite Four Disc Ultegra will leave the cyclists really satisfied and release a lot of adrenaline. A fast ride has never been so thrilling and fun with this model. It offers incredible performance and agility.
Every time you ride the X-Lite Four Disc Ultegra, your mood will absolutely become better since it will raise your adrenaline. The bike is typically built with fantastic aerodynamic values and a unique carbon layer. As a result, it delivers the best sturdiness values for the steering head and crankset. Finally, you will then enjoy excellent handling and optimum speed for every single ride.
Regardless of direct steering, the rigidity values still keep the bicycle safe on trails during fast descents and turns. The cockpit is fitted with the Ritchey WCS Evo Curve handlebar. In addition, the drop bar offers a more relaxed hand posture in the upper part because of the scientifically designed upper part with a 4-degree backsweep.
With a powerful disc brake system, the X-Lite Four Disc Ultegra provides fantastic braking performance in different situations, such as in wet conditions and also at high speeds. Of course, it will help you stop safely, even at full speed. The frame is integrated with dependable technical properties and a mounting point for securing a Dura-Ace power meter.
When it comes to design, the X-Lite Four Disc Ultegra delivers a clean and smart look. It is fitted with Continental GP 5000 700x25c tires and the brand’s light R Thirty Disc Light wheels, ensuring great technical quality and classy appearance.
Endurance Bikes
Ideal for those who want to spend hours in the saddle, Rose endurance bikes provide the cyclist with a high level of comfort for long hours on the seat. This is because these bikes are built with high-end components and balanced geometry.
Pro SL Disc 105
Beginning riders who have a small budget while desiring more speed, the Rose Pro SL Disc 105 is a perfect bike for their entry-level option to the world of bike riding with disc brakes. This model is great for adrenaline junkies, everyday roadies, or anyone who just needs some fun on the road.
The anti-twist frame with glossy carbon seams is typically designed for the use of disc brakes. What’s more, it is equipped with efficient reinforced, three-butted aluminum in the right positions, allowing for more effective load absorption of the disc brake.
The frame’s overall weight will start from 1,350 grams, which is lightweight enough to reach a low general weight. What’s more, the strong disc brakes of Shimano 105 groupsets will deliver ultimate safety in all situations, typically in wet weather or other harsh conditions. All of these features make the Pro SL Disc 105 almost imperative for marathon cyclists.
Responsive gear changes and outstanding reliability are other great characteristics of the 105 groupset – a true marathon machine. Featuring the P1850 Spline Disc by DT Swiss, the Pro SL Disc 105 also provides the riders with a set of premium system wheels. They will offer more stability since they are rotating around 12mm thru axles at the front and back.
Rose Gravel Bikes
You will always feel great in locations where conventional road bikes face difficulty with Rose gravel bicycles. They are specially designed to provide the riders with needed smoothness and maximum safety on the off-road. Thus, these bikes are a perfect option for all cyclists who want to be flexible with their selection of paths.
BACKROAD AL GRX RX400
This is an aluminum gravel bicycle with a nice design at a fair price. The BACKROAD AL GRX RX400 is typically designed to meet riders’ diverse needs. This modern, dependable aluminum entry-level gravel bike will let you explore new roads away from the daily city traffic and experience your everyday sense of freedom to the fullest.
BACKROAD GRX RX600 1X11
If the previous model is made of a lightweight aluminum frame, the BACKROAD GRX RX600 1×11 is constructed out of carbon. It is very versatile and will be a perfect rig to help you escape the ordinary, taking you to the next off-road adventure with lots of fun things awaiting. In general, this bike comes in an elegant frame concept, offers amazing ride qualities, thought-out details, and good components.
BACKROAD GRX RX810 DI2 1X11 LIMITED
If you are passionate about gravel cycling, you might know that the BACKROAD GRX RX810 Di2 Limited is the best-seller model in the company’s gravel bicycle range. It will deliver the best gravel enjoyment whenever you get out with it.
The model comes in a classy and modern look. It is constructed out of a super-clean carbon frame combined with a flawless finish.
Rose Cyclocross Bikes
The cyclocross bikes, or also known as CCX bikes, are perfect for cycling through spraying mud and dirt. With the Rose Pro Cross, you will be flawlessly fitted to ride through the countryside, even in snowy or rainy weather.
PRO CROSS ULTEGRA
This is an agile and sporty aluminum cyclocross bicycle built for an adrenaline rush in the mud. The Pro Cross Ultegra is always ready when you are. With pure adrenaline, an iron will, and crazy expectations, this model will make your heart beat faster and take you at full speed through the countryside.
You will always feel reliable and agile when riding the Pro Cross Ultegra. This, as a result, will also keep you up to speed during the course. The main basis for this is the super-lightweight aluminum frame. It is incredibly light, can withstand torsion extremely well, and has a sporty, well-balanced geometry.
With the lightness of the Pro Cross Ultegra, you can easily carry it over any small and large obstacle. Another shining point at the front of the bike is a sturdy all-carbon fork with a thru axle. Some other features highlighting this cyclocross bike are a Ritchey seatpost, a Ritchey WCS Evo Curve drop bar, and a stem.
Like a horse gliding across the ground non-stop: The Schwalbe X-One Allround tires are ready for you to race them all over the countryside. What’s more, they provide the riders with lots of control for excellent cornering – even in harsh weather conditions, such as mud, rain, or slush. So, there is no need to worry when you and your bike are covered in snow or mud, as this Pro Cross Ultegra can do it all.
Fitted with the expertly-tested Shimano Ultegra road groupset, the superb ergonomics will allow you to hit the pedal much harder and cross the finish line. Whichever groupset suits your requirements and budget most, the Pro Cross Ultegra will give you the highest performance and best quality possible.
Rose Fitness Bikes
With Rose fitness bikes, you can find fun when energizing yourself after work and completing your fitness program.
MULTI STREET FITNESS
The Multistreet Fitness model offers great versatility that has always been Rose’s racing DNA. This model will provide you with everything you will need for your commuting, touring, and training. Featuring sporty components and typically designed with much attention to detail, the bicycle will definitely make you smile all the ride.
MULTISPORT 2 FITNESS LADIES
Let’s get fitness training on trails and even city streets with Rose Multistreet 2 Fitness Ladies. As you see, the name says it all. This model is perfect for women, and it will absolutely satisfy your desires at a low price. Nimble and lightweight, this bike will be your best companion for fitness training and help you reach top speed with ease. On the other hand, it also makes sure that you will get a high level of comfort even on long-distance tours or commutes.
BACKROAD GRX810 MULTICROSS
If the previous model is great for ladies, then the Backroad GRX810 Multicross will be a versatile, stylish bicycle for the maximum benchmarks of fitness on the city street.
Coming in a minimalist design but this bike will provide the rider with maximum performance on the street. The Backroad GRX810 Multicross is definitely a standout model among other available fitness bicycles on the market, and it actually makes a strong impression on a large scale. No matter if it is daily rides or training courses, just get on the bike and be ready for your next fun gravel adventure with this Rose Backroad GRX810 Multicross.
Rose Hybrid Bikes
With these great Rose hybrid bicycles, you can explore new paths and epic landscapes or simply cycle around new, famous routes.
BLACK LAVA 1 MEN
The Rose Black Lava 1 Men, as its name implies, is a perfect hybrid bikes for men. Being a bike for men, but this model looks really stylish. And, of course, it is very sporty, practical, and simple. The bike will be absolutely your reliable savings to your daily life with a lot of helpful built-in features. It is ready and fitted for City and Tour while offering at a fair price so that anyone can start their fitness journey with this great Black Lava 1 hybrid bike.
MULTISPORT 1 TREKKING MEN
This is an all-around, comfortable hybrid bike for everyday rides and tours. You will find it your perfect trekking bike with road bicycle yearnings for a small budget. The Rose Multisport 1 Trekking Men helps you accelerate your speed without compromising the comfort that you need in daily rides. This is because the bike is a perfect combination of great features and light frame construction, creating a comfortable riding experience.
MULTISTREET 2 TREKKING LADIES
If you are looking for speed for your bike tours, then the Rose Multistreet 2 Trekking Ladies will be a great option to go. So, the name says it all that the bike is great for ladies. However, it comes in an added stylish and sharp design while adding an extra sporty appearance.
This bike will be your perfect buddy with the potential for a lasting relationship on the road. It is not only reliable but also incredibly safe no matter where and when you go. The Rose Multistreet 2 Trekking Ladies deserves to be your daily hero, thanks to its fast speed and credibility on long-distance rides.
Rose Touring Bikes
BACKROAD AL GRX RX600 RANDONNEUR
If you are looking for a versatile companion on the road, the Rose Backroad AL GRX RX600 Randonneur will be a perfect buddy. The only word that Rose can describe this bike is uncompromising.
You will not need to choose one property or another with this great touring bike. Just go on a long road of adventure, speeding, commuting, and riding gravel. Everything is possible with the Backroad AL GRX RX600 Randonneur.
BACKROAD GRX810 RANDONNEUR
Another option you can choose to become your best flexible carbon buddy on the trails is the Rose Backroad GRX810 Randonneur. Of course, there will be no compromise with this bike. You will not need to choose between on-road or off-road, touring or fitness, functionality, and comfort, or performance. This is because you will absolutely have it all in one with this bicycle.
Conclusion
Generally speaking, Rose Bikes provides the cycling market with different bikes from various disciplines. The most important thing is that their models come in the best design, best components, and equipment but at a fair price. This is all thanks to the direct distribution business model.