Sir Bradley Wiggins was unable to break the British 10-mile record on Saturday, but did take home a £50 winner's prize.
Wiggins, 35, wants to set the longest distance ever in an hour on 7 June and targeted Alex Dowsett's 10-mile record as part of his preparation.
But the former Olympic champion's winning time of 17 minutes 58 seconds, on the A63 near Hull in East Yorkshire, was 38 seconds off Dowsett's best.
The Briton may try again on the same course for Team Swift on Wednesday.
Wiggins was the 120th starter in a race aimed specifically at the slower end of the time trial spectrum.
His attempt in the City Road Club open 10-mile time trial took place 45 minutes later than planned after the Highways Agency coned off one westbound lane in order to fix a broken street light.
A biting East Yorkshire wind did not help Wiggins' hopes of breaking the record, but his time was easily good enough to take home organisers City Road Club's £50 first prize.
Wiggins' world one-hour attempt will take place at the sold-out Lee Valley Velodrome in London. It is another record belonging to Dowsett after he broke Rohan Dennis's mark in Manchester at the start of the month.