Various services based on sharing have recently emerged in cities across the globe. They entail promises of a more sustainable mode of transportation. Through an in-depth case study, this paper follows the undertakings within a recent demonstration project aimed at implementing a residential bike-sharing service. The involved actors succeeded in presenting a functional service but failed to make the service commercially viable. Consequently, the configuration did not spread beyond the niche level. Based on this finding, the paper identifies a risk in enforcing progressive solutions to becoming commercialised, and urges public actors to play a greater role in steering the transition towards a more sustainable future transport system. By shedding light on the process of failing, the paper contributes important lessons concerning the setup of future bike-sharing systems that can challenge the automobility regime. © 2020 The Authors