Saying Goodbye - How Did It Come To This

​The End of an Era: Saying Goodbye to Myfitwatch.net (MFW)
Every brand has its story. Ours started with a spark—a simple idea that turned into a community. If you’ve been following I. Middleton Entertainment (IME) for any length of time, you know Myfitwatch.net wasn’t just another online shop. It was our creative playground, a place where bold designs met people who wanted something different. With your encouragement we didn't just stop at our watches. 

We grew it into casual wear, and even supplements at one point. This journey has been anything but boring. For over five years, it was where our passion lived and breathed. 

Back when we launched, things took off fast. New releases brought a wave of excitement, and your feedback pushed us to keep going. Those early days were electric. We poured everything we had into each design, and you responded with the kind of support that makes you believe anything’s possible. 

But time has a way of changing things. No matter how much we tweaked, promoted, or reimagined, the numbers told a different story. Sales slowed. Our brainstorm sessions got longer and more desperate. 

We chased every idea, hoping for a turnaround that never quite came. After our latest board meeting, reality hit: Myfitwatch.net was no longer an asset—it had become a liability. 
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So here’s the hard part: Myfitwatch.net will be closing its doors. This wasn’t an easy decision. We’re proud of what we built and the unique community that grew around it. We’re also honest enough to admit that, despite every effort, things just didn’t work out. It stings, but it’s a lesson we’ll take with us as we move forward. 

We want to be upfront—some of our other subdivisions might face similar crossroads in the future. If that happens, you’ll hear it from us first. Right now, though, it’s about gratitude. Thank you for every purchase, every comment, every bit of encouragement. Without you, none of it would have meant anything (Team Fire Hawk).  

PS: Once MFW goes inactive no more orders will be accepted. However, all standing orders will be fulfilled and we will continue to give you the excellent customer service that we always have given. Because we are here until we are not and as long as we are we will continue to provide the excellent service that we have always given. 

With gratitude and respect, 

Isaac “Fire Hawk” Middleton
CEO, I. Middleton Entertainment

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