This paper applies viscoelasticity and Winkler foundation assumptions to the analysis of the energy loss in conveyor systems caused by idler-indentation into the rubber cover of the belt. The analysis yields a simple algebraic model that relates the indentation energy loss to various critical parameters of a conveyor system. Such properties include rubber viscoelastic properties characterized by G' and G", transportation rate, speed, idler spacing, and belt width. Analysis shows that this model is more accurate and more informative than other prevailing models. This model will be useful for the design and optimization of energy consumption in conveyor systems. DOI: 10.1061/(ASCE)EY.1943-7897.0000034. (C) 2011 American Society of Civil Engineers.