Downtown Concord is getting a little bit Western. The Flag-Works over America store on Main Street has made room for cowboy apparel and horse-riding equipment. Owner Patrick Page recently took up cowboy mounted shooting, a new sport in which horse riders fire at balloons with pistols. Inspired by his new interest, Page has filled his shop with horse saddles, jeans, cowboy hats and other Western paraphernalia. He has expanded the store's name to Flag Works' American Cowboy Supply. The shop, located near a record store, a hair salon and a bridal boutique, may not resemble the classic downtown outlet. But that's the point, Page said. It's filling a niche as a rustic retailer on urban Main Street, he said.

The store's sign still reads Flag Works over America, and flags of each state hang from the ceiling. The Stars and Stripes and flags of New Hampshire and the Marine Corps hang above the counter. Flagpoles still line one wall.

Page has reserved the rest of the space for cowboys. In the back of the store, 20 saddles lie near a shelf full of brown, black and pink cowboy hats. The store offers something for long-time riders, including custom-made saddles that can cost up to $3,500, and for cowpokes, such as kids' shirts and belts for under $20.

Page said the store's new theme meshes with the old one, which has been around for 10 years

"This is the American cowboy and the American flags," Page said.

"What's more American than that?" said his wife, Karin, who was working at the counter.

"Me," Page jokingly replied.

Page started riding horses just last year, when he and his wife, a rider for 34 years, moved to a farm in Webster. Page started on a Western saddle, which is more comfortable and more forgiving than an English saddle, he said. Soon he was competing in cowboy mounted shooting, trying to shoot 10 balloons with two .45 caliber pistols as fast as possible. Page, 50, served in the Navy and has windsurfed, played racquetball and been a member of a chess club. He said that cowboy mounted shooting was different.

"I was able to ride a horse and shoot guns," said Page, pausing as he took off his cowboy hat and rubbed his head. "It was unbelievable."

Brian Judd was in the store Saturday shopping for cowboy mounted shooting apparel. The sport's rules encourage shooters to wear blue jeans, patterned shirts and boots, like the cowboys of the 19th century. Judd owns a horse farm in Deerfield with his wife, Torin, who was also shopping. They said the sport would help him meet other male horse riders, who are usually outnumbered by female riders.

"The boys would like the cowboy mounted shooting more than the girls, who you see a lot in the English riding, where you go around in circles," said Brian Judd, who is using his son's paintball gun to acclimate his horse to the sound of gunfire.

Kim Fortune, another customer, was looking for a purple saddle pad for her daughter's horse. Fortune is a riding instructor and a coach for the Merrimack Valley High School riding team. She said the store will help cater to the growing number of horse riders, which includes many male baby boomers.

"These are big boys' toys," said Fortune, who pointed out serious equipment like leather headstalls and horse bits. "They want to fulfill that need of the competitiveness. They want to work hard and play hard."

Page agreed.

"I grew up watching the cowboy shows, where they were riding and shooting ," he said. "Guess what? Now I'm doing it."