Trevor Bish-Jones, who is set to run the New York marathon in aid of the charity Kids First next week, is already at the start of another arduous journey. The Woolworths boss is heading into the high street store’s biggest sales period.

Hot on shoppers’ lists for the festive period will be computer games consoles and, in particular, the Nintendo Wii. But Mr Bish-Jones says that there are not enough to meet demand. Last week Woolworths managed to get hold of a few thousand Wiis, but they sold out within four hours.

Mr Bish-Jones will be hoping that such tight supply does not continue, as gaming is expected to be a growth area for Christmas, helping to offset flat DVD sales and declining CD sales.

In the 38 weeks to October 27, Woolworths said that its high street stores recorded a sales fall of 0.4 per cent on a like-for-like basis.

Mr Bish-Jones blamed the fall from a 0.7 per cent rate of growth at the 25-week stage on warm August weather and sporting distractions such as the Rugby World Cup.

Mr Bish-Jones has always been a cheerful champion for the retailer he joined in 2002. He never intended to end up in retailing. He studied at Varndene Grammar School in Brighton before training as a pharmacist at the Portsmouth School of Pharmacy.

His first job was as a research chemist studying oil shale in Denver, with Tosco, an American company. He returned to Britain in 1983 to finish studying and joined Boots in its pharmacy division.

He spent the next 11 years at the health and beauty chain, first as a store manager before making the jump to buyer. He joined Dixons Group in 1994, at its PC World division, and went on to work for The Link and Currys, before taking the top job at Woolworths.

His hobbies include riding, cars, motorcycles and following Brighton and Hove Albion Football Club.