The paper presents results of theoretical and experimental studies on the influence of strip temperature reduction at the final stage of the normalizing rolling process in a continuous bar rolling mill on the energy and force parameters. The studies were carried out for 38 mm-diameter round bars of constructional steel S355J2G3 (St52-3 acc. to DIN). At the first stage, numerical modelling of the rolling process was performed for the conditions of the currently used rolling technology. The aim of this stage of the work was to determine the distribution of strip temperature during the rolling process and of strip temperature after the rolling process. The obtained computation results were compared with the measurement results recorded during the actual rolling process using a thermovision camera. A computer program designed for three-dimensional modelling of metal flow during rolling in passes was used for the determination of the distribution of strip temperature during rolling. The second stage of the studies included modelling of the bar rolling technology modified by applying normalizing rolling after introducing accelerated strip cooling at the final stage of rolling. The aim of this stage of the work was to establish the influence of reduced strip temperature on the change in the values of the energy and force parameters of the process. By comparing the computed values of rolling power with those of the permissible power it was found that these values were lower than the permissible power of the rolling machine’s main drives installed in the Rolling Mill under analysis. Thus, it was demonstrated that it was possible to implement the process of normalizing rolling in the conditions of the Shape Mill under study.