Solved it - but yet not quite.
The trick is to put something in /etc/launchd.conf
Commands in there are executed at launchd startup and a PATH set there will be inherited by all GUI apps.
This is documented in the responses to this question
stackoverflow.com/questions/1356 ... es-in-os-x
However, that still isn't exactly what I want - I can do that but then every gui programme on my mac will inherit the PATH I set here - and since it includes looking in a subdirectory of my main user (/Users/andy/utils) it isn't sensible - it works, yes but its just not sensible for the every prog on the system to look there.
Of course its easy to do by starting Sublime from a terminal
PATH=$PATH:blah /Applications/Sublime\ Text\ 2.app/Contents/MacOS/Sublime\ Text\ 2
(well actually the path from there is ok anyway without setting it in front of the command. However, for real ease of use (and elegance) what is needed is a way to pass a PATH to just this gui app and not the others. I think such a way on the mac does not exist unless the app sets its own PATH (perfectly possible - but does Sublime do it?)