The aim of this paper is to explore the extent to which non-formal education is being corroded by neoliberal values. Given non-formal education is frequently used to develop young people's notions of citizenship, and that non-formal education providers are increasingly forced to operate within the free-market paradigm, it is significant to consider what forms of personhood are being championed. Qualitative data were gathered through semi-structured interviews and observations with coaches and young people from a youth sports charity in the UK. Focusing on a core aspect of non-formal education -- caring relationships (as understood by Nel Noddings and Carl Rogers) -- the findings suggest that the quality of coaches' care for young people was conditioned by the extent to which adolescents re-shaped their personhood to align with neoliberal values of individual responsibility and discipline. Thus, the meanings of 'care' and 'good citizenship' were corroded by a neoliberal rationality.