Bicycle wheel rims with internally reinforced spoke seats are disclosed along with methods for producing them. The rims are produced from a rim blank with at least one circumferentially extending spoke attachment region that has a relatively uniform given thickness. Access holes are formed in an upper web of the rim blank and tooling is positioned above and below the spoke attachment region to form a reinforced spoke seat and a spoke hole therein. Material that is upset and moved from the location of the spoke hole is displaced into an annular region where it reinforces the spoke hole. Material in the vicinity of the spoke hole can be displaced towards the inside of the rim and material can be removed from the undisplaced portions of the spoke region leaving a reinforced area around the spoke hole.