Strip material (12) is fed to a reduction rolling mill (16) by a steering device (14) in the form of a pinch roll stand comprising pinch rolls (50) to which strip gripping forces are applied by hydraulic cylinder units (52) located at the ends of the pinch rolls. Reduction mill (16) is similarly provided with a pair of hydraulic cylinder units (62) which are independently operable to vary the pressure applied by the reduction rolls (16A) across the strip. Sensors (51) and (61) sense the position of the strip at a first location in advance of the pinch rolls (50) and a second location in advance of the rolling mill. This output of sensors (51) and (62) is fed to a controller (63) which controls operation of both sets of hydraulic cylinder units (52) and (62) to steer the strip.