Danny Rinaldi
Founder and Chief Executive Officer

A multi-million dollar sales executive and entrepreneur, Danny Rinaldi had been traveling back and forth to China for business and his body clock was struggling with the constant change.  It was tough and it took time to make the adjustment to changing time zones. Add to that the burden that most Americans feel every day – stress from work.  In Danny’s case, his anxiety came from the pressure of selling the toys he made to some of the biggest retail chains in the world.

It was the search for his own natural sleep solution that led Danny to develop Sleep Formula 39tm and launch Harmonix, LLC in 2011.

Throughout his career Danny has developed brands and managed fast-paced, high-growth, public and private businesses.  He has generated revenues of more than $100 million in technology and consumer packaged goods for Texas Instruments, Atari and Telxon Corporation.  As the founder and partner of his own companies, he has established a network of 18 sales representatives who call on all major retailers including Costco, Wal-Mart, Target, CVS Pharmacy, Walgreens, Rite Aid, Sam’s Club and BJ’s Wholesale Club.

A native of Pittsburgh, Danny graduated from The Pennsylvania State University with a BS in marketing.


Evan Rogoff
Chief Financial Officer

Evan is chief financial officer for Harmonix, LLC.  He is an accomplished, hands-on CFO and entrepreneur who has successfully developed and implemented corporate strategy from a financial perspective. He is particularly experienced working with rapidly growing start-up and early growth stage companies.  Evan has run his own firm, Rogoff Financial Services, LLC, and his resume includes stints at Simitrex, Giftcertificates.com and Arthur Andersen.

Evan earned a Bachelor of Business Administration with high distinction from the University of Michigan.


Beverly Breitenbach
Strategy Director

beverly breitenbachBeverly is a life sciences marketing communications strategist.  She is the former president of Torre Lazur McCann Health and is best known for her work on the Mucinex® brand.  Her experience includes work with healthcare companies like Pfizer, Bristol Myers Squibb and Novartis.

Beverly’s track record includes new product launches, product repositioning, lifecycle management, and corporate branding that extended to virtually all audiences in healthcare marketing, including healthcare providers, consumers, patients, hospitals, managed markets, corporations, professional and consumer advocacy groups, associations, and manufacturing.  She has conceived and spearheaded numerous ground-breaking programs for her clients that produced impressive results, including a first-of-its-kind, multi-media healthcare pilot program in New York City that featured a ½-hour television program on NBC “4 Your Health” and increased product sales by 65 percent in the pilot region.

She is a member of Healthcare Businesswomen’s Association and has participated in various roundtables and lecture programs sponsored in her industry.  She has a bachelor of arts degree in mathematics with an art minor from William Paterson University and an associate’s degree in fashion design from FIT. 


Andy Suggs
Branding Specialist

Experienced in all avenues of design and marketing, Andy has worked with such clients as BEERS Construction, PGA, Turner South, Louisiana Pacific, Chatham Realty, Honeywell Anso Nylon, Uptons, M&M Products, Porsche and executed countless “favors” for friends and family. In his spare time Andy can be found brushing off the hair from his three dogs, teaching his step-daughter how to drive, teaching his 2-year-old son how to color within the lines and enjoying a bottle of wine with his wife while watching America’s Funniest Home Videos.

Born and raised in Atlanta, GA – yes, one of the few natives – Andy graduated from the University of Georgia in 1997 with a BFA in Graphic Design.


Robert E. Dallas, Ph.D.
Neuro Specialist Advisor

Dr. Dallas is an expert in the holistic aspects of sleep and relaxation, as well as a licensed professional counselor, corporate trainer and consultant. Over the years, he has been called upon by such clients as the World Congress Center Sales Staff, Vulcan Materials Corporation, AT&T, Home Depot, Solvay and Sears to teach workshops in areas such as negotiation, closing sales, communication, scheduling and leadership development.

Dr. Dallas holds a position on the adjunct faculty of Mercer University/Atlanta in the Graduate Counseling Department. He has developed and implemented a graduate level, four-course certificate program in Career Coaching & Program Development, taught online nationwide. Students in this program include career executives in human resource and career development departments, college department heads and deans.

He holds a doctorate in Counseling and Psychological Services from Georgia State University with a cognate in Organizational Development.


Steve Himmelstein
Joe Pataffi
Vice-Presidents New Business Development and Channel Partners

Steve Himmelstein and Joe Pataffi have been responsible for representing some of the biggest brands to the biggest retailers in the world. They form a team that understands the process and the marketing strategies that build successful brands and generate profits for their customers.

Steve Himmelstein          Joe Pataffi

After working in the family business, Steve began a career at Alberto Culver where he rose through the ranks to become National Sales Manager reporting to the VP of Sales. During his 16-year tenure, Steve both rebuilt underperforming accounts and also worked with giants in the field like Walgreen’s, K-Mart, CVS and Rite Aid corporate, Revco and F.W Woolworth. Steve’s knowledge about packaging and production enabled him to sell over $100mm worth of private label store brand products to the likes of Rite Aid, CVS, Stop & Shop, A&P. One of his greatest strengths is to work with marketers to best utilize their resources when bringing a product to market.

Joe Pataffi met Steve at Alberto Culver in 1974, where Joe also started a steady rise to the top. But then he uncovered an opportunity to work with new names in the beauty industry. Unknown then - you know them today - Joe was responsible for the go-to-market strategies that helped build the TRESseme and Aussie brands into leading performers for Clairol and Alberto Culver.

Joe also built some lines from the ground up. Stiff Stuff, with only one product to offer, was making product in a California garage-style facility, but he applied an innovative “redistribution” program to go from “distributor to retail” and took this cult brand beauty company from $1mm to $25mm in 3 years. Advanced Research Labs was one of his largest successes. Working with an innovative marketing team Joe again used his “go-to-market expertise“ to launch brands like Citre Shine, Thicker Fuller Hair and Got 2b into a $100MM + business.

Together again, Steve and Joe found an Australian company that wanted to make inroads into the USA and launched Flexitol Heel Balm to $10mm in sales in its first year.  Then they met Danny Rinaldi who came to them with a toy he developed and Zings went on to become the toy hit of its era. Now the team is using all its experience in production and sales for Harmonix Sleep Formula 39.