Abstract: A roller assembly adapted to be mounted to a conveyor sideguide for use in directing a strip of steel along a conveyor. The roller assembly includes a roller member having a plurality of flutes spaced apart on outer surface of the roller. The roller assembly also includes a support assembly featuring a roller support assembly in which the roller member is rotatably supported and a mounting assembly for securing the roller member to the sideguide such that the roller extends beyond an inner surface of the conveyor sideguide facing the steel strip. The roller assembly further includes a fluid manifold which directs a source of pressurized liquid directed at the roller to sequentially impinge each of the plurality of flutes and cause the roller member to rotate with respect to the roller support assembly at a predetermined angular velocity, the angular velocity of the roller automatically adjusting to correspond to a linear velocity of the steel strip when an edge of the steel strip contacts the roller member.