The Rookie, a Division of Altinex, Inc. (The Rookie), actively supports the advertising and promotion of its products by its North American and International dealers and distributors through materials provided by The Rookie at no cost. The Rookie has built a strong reputation and following among the end-user consumers of our products. To preserve its reputation for providing customers with high-value products and strong after-sales support and further enhancing The Rookie’s image and competitiveness in the marketplace, The Rookie is unilaterally instituting a policy of minimum advertised price standards for The Rookie products. Thus, effective September 1, 2021, The Rookie will unilaterally establish and enforce a Minimum Advertised Price (“MAP”) policy on all The Rookie products. The MAP policy will apply to all U.S. and Canadian dealers and distributors. The MAP policy shall work under the following guidelines:

The MAP for all The Rookie products shall be no less than 5 percent (5%) off the Manufacturer’s Suggested List Price (MSRP) as listed in the current The Rookie End User Price List. The price list is provided to The Rookie dealers and distributors quarterly. MAP is unilaterally established by The Rookie for all products and may be adjusted by The Rookie at its sole discretion. The MAP may be changed from time to time at The Rookie’s sole discretion.
The MAP policy applies to all advertisements of The Rookie products in any and all media, including, but not necessarily limited to, flyers, posters, coupons, mailers, inserts, newspapers, magazines, catalogs, mail order catalogs, Internet, or similar electronic media, television, radio, and public signage. The MAP policy does not apply to any in-store advertising that is not distributed to the customer.

“Bundling” or the inclusion in advertising of free or discounted products (whether made by The Rookie or another manufacturer) with a product covered by the MAP policy would be contrary to the policy if it has the effect of discounting the advertised price of the covered product below the MAP.

Pricing listed on an internet site is considered an “advertised price” and must adhere to the MAP policy. Once the pricing is associated with an actual purchase (an internet order), the price becomes the selling price and is not bound by this MAP policy. Statements such as “we will match any price” and “call for price” are acceptable.
MAP applies only to advertised prices and does not apply to the price at which the products are actually sold or offered for sale to an individual consumer within the dealer’s location, over the telephone or through a “bid” process. Dealers and distributors of The Rookie remain free to sell these products at any prices they elect.

MAP does not establish maximum advertised prices. All dealers and distributors may offer The Rookie products at any price over the MAP set for such product.

The Rookie’s MAP policy does not in any way limit the ability of any dealer and/or distributor to advertise that “they have the lowest prices” or, they “will meet or beat any competitors price,” that users of the product should “call for a price” or phrases of similar import as long as the price advertised or listed for the products is not less than MAP.
From time to time, The Rookie may discontinue models or engage in promotions for specific products or engage in the sale of “close out” products and/or “B stock” inventory. In such events, The Rookie reserves the right to modify or suspend the MAP for the affected products by notifying all dealers and distributors of such change. The Rookie further reserves the right to unilaterally adjust the MAP for all or certain products at its sole discretion upon seven (7) days advance written notice to the dealers and distributors, provided that such changes shall apply equally to all dealers and distributors of The Rookie.
If a dealer or distributor chooses not to follow the MAP policy, The Rookie will unilaterally impose sanctions. Intentional and/or repeated failure to abide by this policy will result in termination of dealership or distributorship. The Rookie does not intend to do business with dealers and/or distributors who compromise the perceived value of The Rookie and its products.

The Rookie may monitor the advertised price of dealers or distributors, either directly or via third-party agencies. Third-party agencies retained by The Rookie may engage in monitoring any advertisements. The policy administrator shall be solely responsible for determining whether a policy violation has occurred, communicating decisions to dealers or distributors regarding the policy, and receiving any communication regarding sanctions imposed under this policy.

THE ROOKIE SALES PERSONNEL OR OTHER EMPLOYEES HAVE NO AUTHORITY TO MODIFY OR GRANT EXCEPTIONS TO THIS POLICY. Therefore, all questions or comments regarding this MAP policy should be directed to the legal department at The Rookie 500 Jefferson St., Placentia, CA 92870. This MAP policy has been unilaterally established by The Rookie to help ensure the legacy of The Rookie as a top producer of high-performance plumbing products and to protect the reputation of its name and products. The MAP policy is also designed to ensure dealers and distributors have the incentive to invest resources into services for The Rookie’s customers. The Rookie reserves the right at any time to modify, suspend, or discontinue the MAP policy in whole or in part or designate promotional periods during which the terms of the policy change or establish periods during which the policy is not applicable. Policy modifications shall be made available on The Rookie’s website at