First you have to deside how many spokes the rim should have,
I selected 6 for mine, therefor i start with a cylinger with 12 sides,
(5 spokes = 10 sides and so on, i hope you get the point)
and add 1 Cap Segment also.

Pic1

Select the faces like in pic2,  and + bevel them alittle.
(in edit mesh, and use local setting)

pic2

Then on the same faces you make a litte + extrude(localy), and then bevel again,  but this time a - bevel so it looks like in pic3.

pic3