A bicycle hub assembly includes a hub shell, a freewheel body and a sealing structure there between. The sealing structure includes a seal that has a lip that extends in an axial direction to engage a radially extending surface on the sealing plate. In one embodiment, the seal is installed in a seal retaining portion formed on the hub shell. In another embodiment, the seal is installed on the freewheel and contacts a radially extending surface on the hub shell.