Abstract: A feed assembly for transferring an uncoiled sheet material to a downstream material forming operation. The assembly includes upper and lower feed rolls between which the sheet material passes, the upper roll being actuated between engaging or disengaging positions relative to an upper surface of the sheet material. At least one continuous force applying component is provided for exerting a hold down force against the upper feed roll and, in combination, a programmable counterbalance component is calibrated to counter the hold down force exerted by the force applying component and in order to cycle the upper roller between the engaged and disengaged positions during advance cycling of the uncoiled material to the downstream forming operation.