Ruff Rider Roadie(R) Canine Vehicle Safety Harness On Today Show Tommorrow

BOULDER, Colo., June 25 -- Before you hit the road again, learn about the world's standard in vehicle canine safety harnesses, the Roadie(R), made exclusively by Ruff Rider. Warren Eckstein, internationally renowned pet expert and Pet and Animal Editor for NBC's Today Show, will educate television viewers this Thursday morning about Ruff Rider's patented multi-use canine vehicle safety harness that can help save the life of your dog -- and possibly your own.

Ruff Rider founder Carl Goldberg was pulling out of his driveway at a mere 10 mph one day when he had to brake hard to avoid an oncoming car, sending his 100-pound Labrador through the windshield. This made Goldberg realize that an unrestrained dog is not only an unguided missile in danger of serious injury itself, but a hazard to other passengers as well.* Inspired by this tragic event, Goldberg teamed with Dr. Joseph Evans, DVM, MRCVS, a veterinary orthopedic surgeon, and then consulted a design engineer to develop the first in a line of products that comfortably and safely harnesses a canine passenger.

(*Upon hard breaking from 30 mph, a 60-pound dog travels 250mm, or 10 inches, and is thrown forward at a rate of 1,200 lbs per square inch.)

Five years of development resulted in the Roadie(R), a patented figure eight harness that connects to existing seatbelt systems or that "ties down" where there is none. Constructed of MIL. SPEC. Type VII Class II nylon parachute strap, the Roadie(R) is free of potentially injurious metal parts, has no collar to choke, and is pleated in front to avoid chaffing. The Roadie(R) fits around shoulders and clavicle, making it orthopedically sound and ergonomically correct. The Roadie(R) also comes with a built-in walking lead and can be accessorized with attachable water-resistant daypacks, collapsible water bowl with case, and a first-aid kit, making the harness highly functional on and off the road. Sister models include the Roadie Hiker(R), and the Roadie Assist(R) specifically designed and custom tailored to each owner and his or her service dog.

Clearly, the Roadie(R) is the recognized standard in the canine vehicle safety market. According to an independent study by Tufts University School of Veterinary Medicine, the Roadie(R) was the only harness tested that exceeded human seatbelt tensile strength standards of 5,000 pounds set by the SAE (Society of Automotive Engineers) while other models tested failed between only 132 and 700 pounds tensile. As a result, Tuft's Your Dog Magazine named the Roadie(R) its "Top Choice" and "Product of the Year." In November of 2001, People Magazine profiled Goldberg and his company in a full-page feature article.

To learn more about the Roadie(R) and the family of Ruff Rider products, tune into NBC's Today Show on June 26th, 2003 from 7-10 a.m. EDT. Or, visit the company website at http://www.ruffrider.com/.