This paper examines the emergence of the ‘gravel bike’, a new and successful category of sports bicycles that gained prominence in the global cycling industry in the late 2010s, to advance the understanding of the role of users in the processes of sociotechnical innovation. The study traces the development of gravel cycling and the gravel bike within the framework of science and technology studies (STS), introducing the concept of ‘user betrayal’ to highlight how innovations initially driven by users can later diverge from their original values and needs. The development of the gravel bike represents a case where users’ input played a crucial role in creating an alternative cycling culture that directly supported the introduction of a new, successful bicycle model. However, the commercialization and institutionalization of gravel cycling, driven by industries, institutions and sporting bodies, has led to a significant shift away from the values that motivated early enthusiasts. This case reveals the tensions between user-driven innovation and the forces of commodification, emphasizing how marketing and institutional pressures can undermine the original needs and ideals of user collectives.