Nothing sums up the chaos that has surrounded Sports Direct's short life as a public company more than the almost complete lack of information about Dave Forsey, its chief executive.

Asked about his age, the company's PR agency replied: “Believed to be 43.” The straight man to Mike Ashley's music hall routine is one of five directors who pocketed £5 million when Sports Direct last year launched the most controversial flotation in recent City history. He is one of the tight coterie of directors surrounding Mr Ashley. A rival executive says: “Dave has been with Mike since he was a baby.”

Mr Ashley continually ribs the diminutive executive over his height, or rather, lack of it but trusts him implicitly. While the billionaire spends time on the company's brands, Mr Forsey is charged with running the group's Shirebrook warehouse and its 400-odd stores, whose pile-it-high, sell-it-cheap philosophy has drawn constant criticism from Adidas and Nike.

Critics who have crossed Sports Direct's path say Mr Forsey is an affable man and a perfect managing director of a private retail chain - implying that he is out of his depth in the City. But supporters in the analyst community counter that Mr Forsey - who bears more than a passing resemblance to Sir Terry Leahy of Tesco - is growing into the role.

There were signs of this yesterday. As Mr Ashley triggered fits of laughter from Bob “Captain” Mellors, the finance director, with his soundbites, Mr Forsey played the straight bat and concentrated on earnings, relationships with suppliers and the City.

Questioned about why Credit Suisse, one of two joint brokers, had cut its ties with Sports Direct this year, Mr Forsey replied that the company reviewed its relationships from time to time and was more than happy with Merrill Lynch and Kaupthing, the replacement.

Sir Terry could not have blunted the line of inquiry any more efficiently.