An online roll firmness measurement system is disclosed. In one embodiment, a contact element is placed in a fixed position. A roll of material is placed in between the contact element and a support surface. Based upon the amount of force exerted on the contact element, the firmness of the roll of material may be measured. In an alternative embodiment, the contact element applies a predetermined amount of force on the roll of material but is displaced when a roll of material is placed in between the contact element and the support surface. In this embodiment, the amount of displacement of the contact element is measured which allows for the calculation of roll firmness. In one embodiment, a roll firmness device made in accordance with the present invention may be placed in a system for winding rolls and used to maintain rolls of material being formed within preset roll firmness ranges.