Lizzie Armitstead finished in seventh after Pauline Ferrand-Prevot sprints to victory in the World Championships women's road race.
Armitstead had look comfortable all race and when she attacked around 5km from the finish and when only three other riders followed it seemed she had put herself in a great position to win the gold medal.
Emma Johansson, defending world champion Marianne Vos and Elisa Longo Borghini were the riders that responded to Armitstead's attack and with the four of them breaking away on the final climb of the day the winner should have come from this group, but it wasn't to be.
With 500 metres to go the group were caught causing a bunch sprint for the line resulting in Prevot crossing the line in first to become the World Champion.
Lisa Brennauer finished in second with Johansson finishing in third.
The 2013 champion, Vos, finished way back in 10th place on a day which didn't go to plan for the breakaway group.
Armitstead admitted she was so focused on getting away on the climb that when the sprint happened she just wasn't ready.
According to Sky Sports, the 25-year-old said: “I put all my eggs in one basket on that last climb. In the sprint, I got on [Giorgia] Bronzini’s wheel - I thought that was the best option.
“I just messed it up. It’s difficult to re-focus with 500m to go in a sprint after I had committed to that move.”
At the finish it was clear how disappointed the Briton was and she was annoyed with how the race panned out.
“The race was just too easy, which sounds ridiculous when I didn’t win, but it was too easy. It needed to be harder so much earlier in the race. Everyone just played sprinter cards. It was just a negative race.”
In my opinion the Commonwealth Games gold medalist should have anticipated that there could be a sprint and she should have powered on instead of waiting for one of her rivals to make a move.
Women’s world road race result
1 Pauline Ferrand-Prevot (France), 3:29:21
2 Lisa Brennauer (Germany), same time
3 Emma Johansson (Sweden), st
4 Giorgia Bronzini (Italy), st
5 Tiffany Cromwell (Australia), st
6 Shelley Olds (United States), st
7 Lizzie Armitstead (Great Britain), st
8 Linda Villumsen (New Zealand), st
9 Hanna Solovey (Ukraine), st
10 Marianne Vos (Netherlands), st