Both a method and an apparatus for generating electrical energy from the rotation of a wheel are disclosed. The apparatus is disposed within a pneumatic tire of a non-magnetic wheel and includes a non-magnetic support track circumferentially attached around the wheel, at least one coil positioned along the track, a magnet slidably engaging the track, and an actuator attached to the magnet for developing a drag upon the magnet to cause relative motion between the magnet and coil as the wheel is rotated.