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THE WORLD'S FIRST
AND PREMIER AUTOMATIC
PLAY-IN DEVICE
Now Available for String Instruments and Drums!
Acoustic, Electric, and Bass Guitar
Mandolin, Violin, Viola, Cello, Double Bass & Ukulele
Percussion Instrument: Drum
The ToneRite
PRODUCT AND PROCESS WORKS IN
TWO SIMPLE STEPS
First, to unlock the maximum potential of your instrument…
The play-in de-dampening process is a well-known phenomenon that occurs when wood instruments are played
regularly for many years. Through on-going research, ToneRite has developed automatic play-in technology
that can rapidly and safely take your instrument to its highest potential in less than a week. The
ToneRite is nearly silent, lasts a lifetime, and will improve your instruments tone, volume and playability
whenever you are not playing it yourself.
Second, to keep your instrument at its best…
The ToneRite is also great for keeping your instrument in top playing shape. As instruments go un-played they
begin to build up a natural tension which results in the gradual loss of tonal quality. Continual use of the
ToneRite allows your instrument to be ready for you whenever you have the inspiration to
play. Your instrument is at its best, all the time.
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THE SECRET
BEHIND THE TONERITE IS
its ability to (continually) produce and efficiently transfer vibrational energy into an
instrument, safely recreating and magnifying the physics that occur naturally while playing. This stimulation
produces a change to the integrated components within an instrument and increases their ability to resonate
together as a whole. The result is added volume and instruments that are easier to play with a sound that is
more full and balanced. Not only will your instrument sound better but the notes themselves will
come easier, allowing you to play more difficult passages with less fatigue.
NOT ONLY ENHANCING THE SOUND
OF YOUR INSTRUMENT BUT
REVOLUTIONIZING IT.
The ToneRite has been designed for musicians who are interested in getting the most out of their
instruments and having their instrument ready to play at a moment’s notice. Each instrument is a unique and
prized possession of its owner and that keeping them sounding their best instills a sense of pride and helps to
foster the relationship that forms between instrument and player.
The Play-in Process
Relieving tension allows the instrument to vibrate freely. As a result, your instrument becomes
incredibly responsive, problem notes improve, less bow pressure or fretting pressure is required, the
sound comes more quickly with less effort, and the overall quality of tone improves.
The ToneRite® mounts on the bridge for violins, violas, cellos, and the double bass and on the
strings for guitars, bass guitars, mandolins, and ukuleles. In this manner, the ToneRite® naturally
transfers vibrations through the bridge and into the instrument; just as the strings do when you play.
The amplitude and frequency have been optimized to achieve greater results than playing yourself,
while providing nearly silent operation.
The play-in process can be accelerated and you should see moderate to large gains in tone, balance,
resonance, and playability. A lot of older instruments really score well in increasing the ‘playability,’
or how easy a note is to pull from your instrument. A lighter touch, more dynamic range, etc. These
effects while lasting, are not entirely permanent.
It is well known that many times after a gig, an instrument sounds better than before or during. The
simple fact is that we have found the ToneRite® can have your instrument ‘warmed up’ and ready to
go whenever you are.
ToneRite Inc.
2014 Company Fact Sheet
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ToneRite Inc. is a leading research and development firm in the field of Acoustical Physics. Its product, the ToneRite®, is
the world's most advanced and premier play-in device. Significantly accelerating the play-in process and providing
increased tone, playability, and balance, the ToneRite makes all of this available in a nearly silent, high quality, and
portable manner. ToneRite Inc. manufacturers a line of ToneRite models for nine different string instruments and has just
released the first model from their percussion line, ToneRite for drums.
Employees
1-10
Headquarters
PO Box 5271
Gainesville, FL 32601
Type
Privately Held
Founded
2007
Website
www.ToneRite.com
Key Executives
Augi Lye, Inventor
Valerie Sheehan, President & CEO
History
For centuries, well-versed musicians and luthiers have acknowledged the importance of playing instruments
regularly to achieve and maintain their optimum sound. However, when accomplished musician and engineer
Agapitus “Augi” Lye purchased a new cello, he lacked the time necessary to adequately play-in the
instrument. Utilizing his knowledge of acoustical physics and leaning on his engineering background, Lye
built a prototype that would become the ToneRite.
Surprised by the tonal improvements that had occurred in Lye’s cello in such a short time his luthier, fellow
musicians and professionals urged him to continue his research and it was from his exploration that
ToneRite was born.
Through their ambitious studies of acoustical physics, advanced signal processing, engineering, and practiced
musicians, the ToneRite team have spent years perfecting the science of play-in. Finally, by uniting tradition
with technology, ToneRite has collaborated with luthiers and musicians from around the world to conduct
meticulous research of the play-in process. This dedication to their field’s advancement has brought the
ToneRite play-in device to fruition.
The ToneRite Signature® was the first commercially available product from ToneRite Inc. in early
2007. Currently, ToneRite Inc. manufactures nine different ToneRite models for a variety of string
instruments. ToneRite Inc. has just released the first model in their new percussion line, ToneRite for drums.
Core Values
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Personal Entrepreneurship and Accountability - Our employees are empowered to take ownership. We
function and operate transparently; our business is balanced with structure, flexibility and risk taking. Our
employees constantly innovate, create and adapt to change. We encourage creative thinking and continuous
learning.
Customer Focus and Bonding - Our employees share our customer’s appreciation and love of music. We
strive to create long-term relationships with them and respond to their passion. We build customer loyalty by
fostering a sense of community among ourselves and between clients.
Collaboration and Teamwork - Our employees understand that teams share their success, so we collaborate to
harness our collective strengths. We believe diversity -in all its forms—strengthens innovation. We infuse fun,
enjoyment and humor into our work.
Customer Service
The foundation of the ToneRite brand is its prestigious customer service. Few companies today provide a more
personal and attentive buying experience, from your initial purchase to continued support throughout the life
of your ToneRite. Every ToneRite owner has a personal concierge at ToneRite who can be directly reached or
contacted through the web. This service ensures no annoying automated phone system or lengthy waiting just
to have a question answered.
ToneRite Inc.
Executive Biography
Valerie Sheehan, President & CEO
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Valerie Sheehan is president and chief executive officer of
ToneRite Inc. She is based at ToneRite’s headquarters in
Gainesville, Fla.
Sheehan graduated from the University of Florida in spring 2012
with a Bachelor’s degree in business administration with a
specialization in education and a minor in entrepreneurship. An
avid entrepreneur with a generous spirit, she became actively involved in the Gainesville
entrepreneurial scene, organizing events for UF’s Entrepreneurship Club and its Innovation Hub
incubator, the Gainesville Area Innovation Network and the Gainesville Technology Enterprise
Center.
After graduating, Sheehan dedicated herself to running ToneRite Inc. She is devoted to the company
and its customers—to the point that she crosses the continent twice a year just to “spread the
ToneRite love,” visiting clients, hosting clinics and hand-delivering ToneRite systems to a few lucky
artists and musicians.
It was this diverse background that made Sheehan an ideal candidate for chief executive officer. Her
experience in entrepreneurship and her passion for business amplify each other; it is Sheehan’s
unwavering determination to overcome obstacles that has given ToneRite Inc. the multi-national
prominence it has today.
Sheehan remains committed to the business and to improving ToneRite products while creating and
maintaining relationships with clients. Sheehan holds three core values as influence to her work ethic
and promotes these values throughout the entire company. They include personal entrepreneurship
and accountability, customer focus and bonding, and collaboration and teamwork.
Sheehan's hard work and steadfast commitment have allowed ToneRite Inc. to achieve recognition
from musicians both across the country and around the globe.
For more information about ToneRite Inc and its activities, please contact:
Valerie Sheehan
President & CEO
ToneRite Inc.
[email protected]
Artist Endorsements
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Please follow this link to watch our artist endorsement video.
"I tested the ToneRite device on my new kit from the Pearl Reference Series line and really
liked the results. These drums were already the best sounding drums I had played on over these 35
years, after having played the best drums on the market already. But the immediate improvement in
tone was really amazing after my first 3 days of using the device on my 22" main kick drum. The
most impressive moment for me however was after leaving the device on my Masterworks snare
drum for 2 full days. This drum was already an amazing sounding, very rich, woody drum with huge
volume. A fully top of the line instrument.
I came into my studio that afternoon to record another track for a client and was actually shocked by
what I not only heard but also felt from this snare drum. The tone had completely changed, the drum
became more focused and had a tighter more aggressive sound, the volume had decreased due to the
overtones being more in control. And the pitch of the drum was slightly higher than it was 2 days
before.
This was honestly the most radical change on the whole drum kit... and the change was 100% for the
better. The feel aspect of the drum was totally unexpected. There is a certain almost inexplicable
"feeling" that drummers want to get from the kick and snare when we groove and fill and so on, that
feeling makes us feel more in control of what we are playing and has the reflection of what we
imagine we sound like. Well as I hit that snare drum in those moments after removing the device... I
had that exact feeling. I really can't tell you how excited I was, and still am."
ATMA ANUR
As Neal Schon of the rock band JOURNEY said of Atma in ROLLING STONE
MAGAZINE "Atma is the JIMI HENDRIX OF DRUMS, the guitar player's drummer.
"In the simplest of terms, the ToneRite has given my 2009 Ludwig Classic Maple drums a
“DEEP BREATH“ of air. The drums still have the same nature, I like that. However, I believe we all
know the difference between a shallow breath and a deep breath. My drums now seem to have
a larger lung capacity. This is the best way for me to describe what has happened after using your
cool device."
CHRIS "WHIPPER" LAYTON
Drummer Stevie Ray Vaughan and Kenny Wayne Shepherd Band
"The ToneRite Rawks! The ToneRite 3G was tested on a$10K Bourgeois guitar with stellar
results. The Mids and Lows were markedly enhanced bringing this beautiful instrument to life."
Listen for the 3G results on my upcoming 2013 record release that features:- Jerry Goodman
(Mahavishnu Orchestra) , Derek Sherinian (Dream Theater), Marco Minnemann (Joe Satriani), Atma
Anur (Cacophony), Chad Wackerman (Zappa), and Tony Franklin (Jimmy Page). Rawk!"
LINDSEY BOULLT - Guitarist
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"I used the ToneRite on my custom 7 string carved from only one piece of rare Honduran mahogany.
The fretboard is ebony. It is a solid body utilizing a Kahler 2227 bridge which is a self contained unit
leaving the backside with no cavities. It is Buzz Feiten certified and has 24 jumbo nickel frets. The
inlays are true black mother of pearl, one of the few guitars in the world with it and has a quarter
inch longer neck symmetry. The ToneRite has made the overall tone more complex and rich, it seems
to have brought out the richness of the mahogany in more warm browns and and and reds and has
brought it more sustain and width as well. I will def keep using the ToneRite tofurther enhance the
warmth and silky sustain of my guitars!"
ERIC STADLER - Guitarist
"I tried the ToneRite on my Taylor acoustic guitar and it sounds great! More open and warm!"
GARY HOEY - Guitarist
"I used my ToneRite on my Washburn dreadnot that has a maple body that felt a little stiff and not as
opened as I would of liked, in the past I would bring guitars it to my shows and leave it out by the
subs in the arena to break it in but now with the ToneRite I can leave it in my bedroom and let the
ToneRite do it for me. I was impressed with the results and how it seemed to warm it up and
improve the tone and volume of that guitar. I also used it on my Takamine crossroads acoustic that
needed some playing time that I could not give it, it also proved some great results in the tone of that
guitar, both not high guitars but I really like them and the character they give me, especially after the
help of the ToneRite. What I like is that if you have a guitar you can not play a lot this can really help
keep it open."
RICO THOMAS
Guitarist – New Song
"Since discovering and getting my first ToneRite® in 2009, I have not stopped using them. Unless an
instrument is being played or conveyed, it is being 'ToneRited' around the clock. It opens up new
instruments, wakes up those left unplayed for a while, and keeps them all feeling played in and
warmed up for whenever I select one (or several) to play."
PAUL STATMAN
Award winning mandolin player Actor Producer
"I knew ToneRite did wonders for acoustic instruments, but was really surprised with the results on
my signature PA1 Reverend guitar. The guitar is a semi-hollow body with a block running down the
middle and it really 'livened' up the guitar. I try to keep the ToneRite plugged in when I'm not
playing the guitar as much as possible."
PETE ANDERSON, Founder of Little Dog Records, Multi-Platinum Grammy Award
Winning Producer, Arranger, Songwriter, Guitarist, Legendary Bandleader, and Instrument
Designer
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"I put my ToneRite on my guitar after sound check, and I feel my confidence level is boosted
immeasurably knowing that my guitar is being supercharged! I saw the demo at NAMM and was
blown away! I will have a ToneRite 3G for each of my guitars, for years to come."
ALEX RAZZ, Guitarist
"Eu sempre fui muito cético em relação à antiga suposição de que o instrumento melhorava na
proporção em que era tocado, atribuindo-se tal melhora à vibração das notas o que levaria, por
decorrência da ressonância, a uma reorganização molecular. Eu acreditava ser um simples processo
de secagem e amadurecimento da madeira, o responsável pela melhora do som. Depois de
experimentar o Tone Rite reconsiderei minha posição. Logo depois do primeiro período de 72 horas
com o dispositivo, senti uma considerável melhora no timbre, e na tocabilidade. Era como se meu
instrumento tivesse envelhecido anos em poucas horas.""
ULISSES ROCHA
http://www.ulissesrocha.com/
"When you have too many guitars, you often don't have enough time to play with them all. I think
having a ToneRite around really keeps the neglected guitars happy."
HENRY KAISER Antarctic Explorer, Psychedelic Blues Rock Guitarist Extraordinaire
"ToneRite is amazing. One of the pickups in my main bass had lost some output. After a week with
ToneRite, the pickups were more balanced, and even. The bass sounds better than ever. The real
mind blower is what it did to my Gibson Songwriter acoustic guitar. It's almost unbelievable, but it
brought a more clear, balanced, almost vintage tone out of a relatively new instrument. My ToneRite
is always on one of my instruments. Adding decades to the tone. Bravo team ToneRite!"
J KOTT – Nashville’s finest bass player
"I am extremely impressed with the ToneRite®. Since using it, I have noticed an immense
improvement in the response, resonance and tone of my cello."
JEFFREY ZEIGLER - Kronos Quartet
Guitar Techs
"96 hours on the ToneRite and the main snare is noticeably different. Our guitar tech noticed before I
mentioned and Nate totally notices the change in sound. It’s a massive ply snare and it gave it
a rounder sound WITH an extra bit of attack/point than the note had before. Unbelievable!!!!!!!!!"
"Everyone is talking about it backstage now. Guitar players in the band are jealous."
STEVE MORRISON
Drum Tech for Nate Morton on The Voice.
Owner of Drum Tech Services, and drummer of L.A. rock band, Stranger Things
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"I checked out the Luke for the first time in 2 weeks. WOW!!! The guitar really has opened up and
resonates like it never has before! The tone, specifically above the 15th fret has improved dramatically
and the guitar sustains like crazy. I did full blast for about 72 hours and then left it on a low setting
for 12 days. The Luke is a Steve Lukather model guitar made by Ernie Ball/Music Man. The model I
have (the Luke III) has an alder body and a rosewood neck with two single coil DiMarzio pickups
and a single DiMarzio Transition humbucker. Great playing instrument"
SCOTT APPLETON
Guitar Tech for Rush and Def Leppard
"I was amazed at how much it opened up the nylon string guitar in a day and a half! And it made the
difference. The guitar was tight and after the ToneRite it felt like it breathed. The strings were also
new, could have had a positive effect on the strings as well. The nylon strings usually take a while to
break in."
DAVE GRAEF
Guitar Tech Joe Don of Rascal Flatts
"We have experimented using the Tone Rite unit on every shell we make including maple, ash, alder,
and the various exotic woods of our USA snare line with noticeable improvement of tone and
resonance in each. Additionally we've discovered that the Tone Rite provides a relief to the inherent
tension on single ply steam bent shells allowing for a tonally "aged in" quality."
Chaz Winzenread
Key Accounts Manager Regional Sales Manager- Armadillo Enterprises ddrum-Dean-LunaDime Armadillo Enterprises www.ddrum.com www.deanguitars.com
www.lunaguitars.com www.dimeamps.com
Luthiers
"The ToneRite is amazing! Within five days of using my ToneRite the voice of my Cremona magically
matured."
BOB BENEDETTO, Benedetto Guitars
"The guitar had a noticeable improvement everywhere from playing it 5 days prior. It sounded
louder, seemed to have a wider and even dynamic range and the guitar responded to various string
attacks."
TIM MCKNIGHT, Guitar Luthier, Mcknight Guitars
"The ToneRite has made a dramatic difference in the tone of new instruments, and has helped to
'wake up' vintage instruments that haven't been played in years."
ERIC SCHOENBERG, Schoenberg Guitars
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"Delgado Guitars is a family business started in 1928 and passed down three generations to myself,
Manuel A. Delgado. As an Old World Luthier, I build instrument in the tradition of my father and
grandfather, I used methods to allow the instrument to open up in tone and sound.When I
encountered ToneRite, I was skeptical and believe it was just another gimmick to sell to the musical
instrument community. However, after trying one on a new instrument build years ago, I was sold.
Know this, when you purchase a Delgado Guitar, it doesn't leave my shop until the ToneRite has had
a chance to do its magic. Delgado Guitars proudly endorses ToneRite."
MANUEL A. DELGADO
Delgado Guitars
"Every Bad Seed guitar has the ToneRite treatment once completed. ToneRite ensures Bad Seed
guitars are "Ready to Rock" from the first time the case is opened. ToneRite really awakens the tone
and play-ability of every Bad Seed custom guitar, even with Titanium and Steel bodies, the timber
and electronics benefit greatly."
SHELDON CURRINGTON, Founder and Luthier of Bad Seed Limited
"I have been experimenting with ToneRite. I installed one on a stave handmade snare drum and left it
on for 72 hours. The next day I was giving a Pro Drummer a tour of my shop. He was sampling eight
different snare drums. Without coaching he preferred the drum I had been testing and gave me a 25%
deposit on the spot.This after informing me that he was not in the market for a new drum. The drum
sounded open and had a bright finish."
ED MENDEL, Owner, Craftsman of Ancient Tree Drums
Dealer Testimonials
"I've found that the ToneRite® does markedly improve the sound of most of the instruments I've
tried it on."
DAVID BROMBERG
David Bromberg Fine Violins
"Can't keep them on the shelves!"
MATT WALBERG
TWO OLD HIPPIES
"The ToneRite RAWKS! We are selling more guitars!"
GRANDMA'S MUSIC
Customer Testimonials
"You all definitely get an A++ for some of the best customer service I've ever experienced, and I thank
you."
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Rick Lindstrom
"Dealing with you has been a bright ray of sunshine and both of us cannot say enough good things
about your company...You are the best company we have dealt with in a long, long time and your
product is fantastic!!"
Jan and Gary Cornett
"Many thanks for the fast reply! If only every other business were so efficient in responding, we'd be
living in a great world!"
John Slevin
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Contact:
Valerie Sheehan
President and CEO
ToneRite, Inc.
[email protected]
352-672-3233
ToneRite kicks its way into the drum world
GAINESVILLE, FL.---Local Gainesville company ToneRite recently launched its first play-in device its
upcoming percussion line. The drum ToneRite clips on to the rim of the drum, and relieves the inherent tension
in the instrument to produce a fuller, louder and richer sound.
The drum ToneRite, along with all other ToneRite products, vibrates the instrument, simulating years of
playing in only three days.
Famed drummer and producer Atma Anur endorsed the drum ToneRite after using the device on his
Pearl snare drum and main kick drum.
“These were already the best sounding drums I had played on over these 35 years,” Anur said. “But the
immediate improvement in tone was really amazing after the first three days of using the device.”
Having had access to the highest quality drums on the market, Anur said the sound of the instrument
after treatment with the drum ToneRite was impressive.
“There is a certain almost inexplicable feeling that drummers want to get from the kick and snare when
we groove and fill and so on; that feeling makes us feel more in control of what we are playing and has the
reflection of what we imagine we sound like,” Anur said. “As I hit that snare drum in those moments after
removing the device, I had that exact feeling.”
The drum ToneRite has also been tested by ddrum, a drum and percussion manufacturing company that
has dominated the market since 1983. A division of Armadillo Enterprises, ddrum has signed some of the most
influential drummers in the world.
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“We have experimented using the ToneRite unit on every shell we make including maple, ash, alder
and various exotic woods of our USA snare line with noticeable improvement of tone and resonance in each,”
Chaz Winzenread, key accounts manager at ddrum, said.
Winzenread also mentioned the noticeable “aged-in” tone that the drum develops after being treated
with the ToneRite.
The secret behind each ToneRite is the transfer of energy into the instrument, which allows it resonate
freely. Portable and safe for the instrument, it is recommended that the device be attached to the instrument for
72 for an initial treatment.
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ToneRite expands to New Zealand with new distributor Bad Seed Ltd.
GAINESVILLE, FL.---ToneRite products are available in 37 different countries across all seven continents, and
it has recently added a new distributor on the opposite side of the globe.
Bad Seed Ltd., based out of Wellington, is the exclusive ToneRite distributor in New Zealand as of September.
Sheldon Currington, founder and luthier of Bad Seed Ltd., is a ToneRite user. He treats every guitar he makes
before sending it to its new owner.
"Every Bad Seed guitar has the ToneRite treatment once completed," Currington said. "ToneRite ensures Bad
Seed guitars are already broken-in and ready to rock from the first time the case is opened."
ToneRite products were available in New Zealand before this new deal, but now Bad Seed gives the
Gainesville, Fla.-based company the opportunity to better serve dealers and expand their network.
"This means we have a partner working within New Zealand to best serve the clients," Valerie Sheehan,
President and CEO of ToneRite, said.
Currington met Team ToneRite at the 2012 Summer NAMM trade show. An avid guitar player and
manufacturer, he appreciates ToneRite’s products and wanted to help the team expand in New Zealand.
Bad Seed Ltd. is a hint of what’s coming for ToneRite. In addition to New Zealand, the company is currently
negotiating with several prominent international distributors in countries like Canada and Brazil, further paving
ToneRite’s road to world domination.
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We have some amazing artists joining us this year for live music and demo’s!
Be sure to stop by BOOTH #3582 to say hello and check out our newest ToneRite models!
Lindsey Boullt
More Like Me
Run 2 Cover
Lance Allen
J Bass Kott
Michelle Lambert
Eric Stadler
Gary Hoey
Neil Zaza
Ralphe Armstrong
Johnny DeMarco
Ismael Vargas Jr.
Jamie Dupuis
Frank Crespo
Trevor Gordon Hall
Kaela Jean Kinney
Paul Statman
Steve Morrison